So during the actual webinar there should be like a question and answer ad somewhere, so you can like click that and ask any questions you have for some reason the chat is not an active feature on zoom webinars. If you have any issues maybe send me a message on Facebook and I can see if I can help you figure out where the question tab is.
If you are able to find the question button just ask me a question and say yes I found it just so I know who is actually able to have access to it. It is recorded so we’re just going to start anyway it is 11 o’clock, so welcome to Facebook advertising 101. This is going to be a pretty high level overview. We are going to go through the value of Facebook advertising, why Facebook over something like Google, the different Facebook ad types that are available to you, a strategy that you know it’s just a couple of questions that you can answer for yourself in order to identify what strategy you want to take with Facebook ads. The different ad placement units, how to set up the campaign, tips for success and there is going to be a lot of the knowledge gold nuggets that I learned along the way.
An example scenario just so you can kind of see the mindset that goes into creating a campaign, and then we will jump into questions and answers and at that point if you guys want me to jump into the Facebook platform and actually show you some of the stuff I can definitely do that, that time. There is also a calendar link at the end so you can feel free to book some time with me to also get one-on-one help with Facebook ads.
So we will dive right into it. So why Facebook? The question I ask myself every day. So Facebook it’s cost-effective, it’s much less than something like Google advertising, simply because it is a newer network, the targeting is a lot better, and basically you know people are going to be bidding with you in real time as much because Facebook doesn’t quite have the same level of technology, but it does very well at targeting people that are very interested in what you are offering.
On the other side of it it’s the ultimate form of word-of-mouth social media, so because of that it drives sales a lot better. If you have an ad that shows a lot of social actions on it it’s going to convert so much better than any Google text ad or Google display ad ever will. It is again highly targeted so you can target sales with certain income ranges in specific cities that have interest in specific things, so it goes right into the customer psychology just to be able to target the right person for you, and it also fulfills multiple objectives. So you can build communities, you can focus on sales, you can get leads, you can run events and fill all your events with Facebook ads. So you can fill a number of different objectives depending on what you are really after.
So the Facebook ad types, there are several of them there are promoted posts which you are probably most familiar with so it is a Facebook page that is promoting a post in order to get some engagement. Linked ads are probably the most seen advertisement on Facebook, that is like linking directly out to the website outside of Facebook.
Promoted videos are a brand-new ad type, so that’s one you probably won’t have seen until today onwards because it was just put into Facebook’s ad interface today, yesterday night. Facebook page likes, that’s you know increase in the number of likes on a Facebook page. There are a couple of other types you can see here in the create your campaign section over here.
So we’re going to going into each one. So promoted posts, here is an example here. So basically they are branding focused, it is all about creating that top of mind branding type of advertisement. You want to get page likes or post likes, you want to get post comments, you want to get post shares. So things like contests are perfect for promoted posts. You get 90 characters of text in this top section over here and that is pretty much it, you get that in an image, but they are up and running in seconds.
So you basically make a post on your Facebook page which can take 20 seconds and you press boost post and that’s it. That’s the entire process. The problem with it is that it does lack targeting. You are basically looking at the people who like your page, the friends of the people who like your page, and you get a country target that’s about as far as it lets you go. So it’s great if you need something you quickly want to promote an event that is happening in a next couple of hours and you know your Facebook page community is key core to people who would attend that event, that is what you would use this for.
We jump into linked ads. So linked ads probably the most common thing here so I actually mocked up this example something that the foundation might do with better copy, but basically it is hyper targeted, they can target people who of interest in entrepreneurship, they can target people who are 18 to 25 good age range just to get started.
They can target people who have income above 50,000 in order to afford that program, and the messaging is a lot more clear. You get 90 characters of text up here and you get 25 characters of text here to create a good call to action. You get 200 characters of text down here to explain what the page is that they are going to, and then you also get a clear call to action which is pre-generated by Facebook. So in this case it is learn more if you are running an e-commerce site maybe it is shop now. If you are running a lead generation campaign then you can use the sign-up now button. So it is definitely much more targeted, much more focused on driving action and driving action from Facebook to your end page or your end result.
Now promoted videos, chances are you haven’t actually seen these in action because they are so new and because a lot of people like to do what works so what worked for them is linked ads or promoted posts whatever the case. So promoted videos, basically Facebook is becoming the next YouTube in terms of videos.
In December of this past year they had the most videos uploaded much beyond YouTube, of any social network, and basically it is growing really fast. So they decided to capitalize on it and go with Facebook videos. So you know you get a lot of metrics like you would on YouTube, you will see how far into the video people watch your video, you will see how many click on it, you will see how many pass over it, tons of metrics around your video so you can really get a sense of how well they are working; and you also get 90 characters of text which you don’t see in this example but they go just above where this link images.
And you also get a call to action after the video, it’s another pregenerated call to action at the end of the video you can drive people to sign up or learn more or download now, maybe it is a video for an iPhone app, something like that. But it’s definitely on the more expensive side because it is new, but it’s something interesting to try out if you are looking at selling a video course. You can have your preview up here, you can have a strong call to action, you can have some text explaining just what the course is about.
This other one is page like ads. These are very key to building communities on Facebook, basically you’re setting up an ad and the entire objective is to gain Facebook page likes. They are also as highly targeted as linked ads in that you can put in ages, you can put in demographics, you can put in interests you can put in so many different things to get people that would most be interested in your brand.
So the whole objective is building a relevant community and with better targeting and relevant content being posted on that page you are going to have a very highly engaged community. The example that I have there is J-list because it is actually one of the pages that I follow, I always see hundreds of comments on their posts whenever I see them in my news feed, tons of shares, tons of people liking it. It’s a great page considering the size.
And one thing to note is the fan page, the Facebook fan page reach has recently been limited because of the way Facebook’s algorithm works. So it used to be great to create these pages around a brand and just promote the hell out of your brand and promote the hell out of your product, now it doesn’t work as well. You are not going to be able to get those friends of friends, and friends of friends of friends with your Facebook posts no matter how many people share it as often, it’s just not getting as much priority. So building the actual likes themselves, the actual fans directly to the community is a very key thing right now.
So the other type of ads here you have App installs, you have event ads, you have offer ads. App installs are quite expensive and it is a very diluted market because everybody makes an iPhone app now. So basically you know I’d try to avoid as much as you can. If you end up having someone that you get on a call with and they go hey I’m running a game development shop and they need to promote an app, avoid it, avoid it at all costs because it is really expensive, lots of these guys end up having data scientists backing their ad campaigns, it is extremely, extremely competitive.
The other two ad types are events and offer ads, you know they are very specific so if you are running an event you can run an ad to that though you might be better running a linked ad because they are cheaper and better targeted. Offer ads are an interesting way that Facebook is trying to get into list building. So something like Walmart can offer a 10% discount on a specific product, target people and those people when they accept the offer get that coupon directly to their email. So it is an interesting way of trying to take advantage of something that is direct to driving traffic to the store, maybe a furniture store can offter 10% off first sale.
Now into Facebook ad placements. So I mentioned a lot of things like newsfeed ads, and mobile ads, right-hand side ads. So here you can kind of see a couple of examples, the homepage experience I left out completely because it is, you basically have to buy that section for an entire day, which is like six figures a month. So if you are a movie studio awesome, if not they are completely irrelevant.
But the key ones to note, desktop newsfeed ads, great engagement, great size ad images and things like that in order to really drive attraction. Mobile newsfeed ads-those are probably the most common because Facebook is now extremely mobile. They have the highest click through rate because mobile also gets the most engagement but they are extremely expensive, because sometimes if you are targeting certain demographics you are targeting against people who run app install ads and they are willing to pay so much more than you would be to get a click.
Right-hand column ads that is desktop only, extremely kind of outdated but it has the lowest CTR, but it also has an extremely low cost. You can get away with five or six cents clicks without an issue running right-hand column ads but you are going to be very limited to the audience that you can reach, because Facebook is accessed so heavily on mobile these days.
The last part there is mobile ad partners. This is the network of sites that Facebook associates with. So Instagram is one that they bought out, so they now run ads on Instagram through Facebook using ads that are targeted towards a mobile newsfeed. And there’s a couple other sites that also take part in this partnership, but basically it is a lot less control over the way that your ad looks because it is much more focused on banner type ads, the type of ad you would see with Google display advertising, and there are too many variables just because there is a lot of different demographics that go into it. So I tend to avoid it.
Now you need a strategy, so when you approach Facebook you want to have a good strategy in place in order to create the kind of goal that you are going for. So if you just go and just run Facebook ads, you have no strategy, you have no goal, chances are you’re going to end up losing money and then you are stuck, that’s it. You lost the money and you don’t know where to go now, you don’t know what went wrong. So it is best to kind of go through these four kind of questions to figure out what it is that you specifically want to do on Facebook, how you’re going to attribute success, and how you’re going to take that success, take it in, reflect on it and then figure out what to do the next time around.
So what ad type fits your needs? Are you going to run linked ads? Are you trying to get IE calls? Are you trying to use the API method to get email sign-ups? You need to figure out what ad type would work best for you. If it is IE calls or it’s the API method, linked ads for sure will make it so much easier to get them directly to your landing page, and get them to sign up and get on a call with you or explain their problems.
Then you have to think about what your goals are. Is it sales? Is it calls? Is it getting followers? Is it gaining foot traffic to your furniture store? When you set up those specific goals that you are after, you should only choose one specific goal, then you know what steps you need to take towards getting that and you also know what your funnel is going to look like. It is going to be Facebook ads and then your end goal over here. There’s nothing else in between.
And then you have to think about where your customers are most likely to be. So you have to kind of think about who your customer is, what type of person they are, what type of patterns they go with. So if you are targeting gamers, gamers tend to be somewhat technology early adopters, they are the type of ones that will spend a lot of money. So you want to focus mobile and even the third-party area on Facebook because chances are they are going to be checking Facebook on their phone, they make purchases on their phone, and they don’t really make that switch from seeing something on their phone to then going to their desktop to make that final purchase.
And then you also need to think about how you’re going to measure success. So success could mean many different things to you. In my case when I run ads trying to get IE calls, my success is getting on the phone call and talking to a person. So that is then booking a call time on my calendar, and that is my success with Facebook ads. So then I need to figure out how am I going to track that. If I have someone come through an ad and they book something on my calendar did that come from my email? Did that come from Facebook? Did that come from someone I talked to at a meet up? I don’t know unless I put measures in place in order to try and track that, and we’re going to get into that a bit near the end.
So now that you have your strategy it’s time to actually set up a campaign. So setting up your campaign is quite simple, I’m going to go through it in this PowerPoint presentation here, but I can also show you afterwords during the question and answer area how I would actually do it step-by-step if you guys want to see.
So to set up a campaign, first thing know your objective and know what you are going after. Is it sales? Is it branding? Is it engagement? Do you need to get app installs for your mobile app? Do you need to increase engagement in your gaming application? Whatever it is this is where you choose your objective as the very first step.
After that you go right into choosing who your customer is, who you want to target and what demographics makes up that type of person. So you can narrow your audience by a couple different ways. You have locations and locations can be countries or cities, they can even be provinces or ZIP Codes, and then you go into age. So is your customer 18 – 25, is it a young professional? Or is it someone older 34 – 55 someone would be more established and more into their career?
Then you have to look at what interests make up that person. Are you just going after high income earners? Maybe you want to look at interests that relates to someone that has money like Lamborghini or Porsche or any of those type of interests, and they can be anything. They have tons and tons of interests in here and when you put them in you will also see how many people are in that interest group.
The other thing is custom audiences. Custom audiences and behaviors. So custom audiences can be anything from an email list to using that little retargeting pixel that Facebook has on your website. Tere is a ton of different ways to come up with a custom audience, and I can go into that a bit after but that is kind of really advanced when you already know what you are doing, you’ve had some success with some basic interest-based campaigns, and you want to dive even deeper; or if you have a very specific use case like you are targeting the top 1% in the USA in order to sell them a $50,000 product, then you would want to use a custom audience rather than interest targeting because you are targeting a very specific person.
So step three you will actually be going into the targeting and the pricing. So targeting is basically what you want to optimize your ad for. So in a sense, do you want to get the most clicks? Do you want to get the most impressions for branding? Do you want to get the most clicks to your website if you want to drive leads? Do you want to just make sure everyone thinks you are top of mind all the time, so you use something like daily unique reach which shows the ad to every unique person once a day.
And also how long do you want to run your ad for? If it’s a test maybe you want to run it for a week, if you really want to get a good sense of whether advertising is going to be effective, I highly recommend running it for 2 to 4 weeks, that way you will get a lot of data back, you’ll be able to get a full kind of customer cycle seeing what people do and how they react to your ad; and then you also need to look at what do you want to spend.
So Facebook advertising first round through chances are you are going to lose money the first time you try and run an ad versus the purchase. And I mean lose money in that if your goal is you know you have to get a customer at $15 in order to sell a $50 product, chances are you’re going to spend more than $15 your first-round through, but that’s okay because then you can learn what targeting you need to add and how you need to adjust your advertisement to hit those customers and then you can start optimizing it and go down from $20 to $17 to $15, and then down to maybe $10 where you’re going to be making a good profit.
In terms of budget I always go with you know a dollar a day while I am trying to test out ads, I run it for 30 days so it is super bare-bones and made super casual kind of figuring out what works. And then when I get data back then I jump into okay I’m going to run 50 bucks a day, and I’m going to run it for a week then I’m going to use that targeting that I think I have learned to test whether that was valid or not.
That’s just the way that I do things it is basically whatever you are willing to spend in order to acquire that customer, that’s what you really need to think about when you are setting up this budgeting, and you really need to think about if I was to use that money and I only get one customer even though I planned for 10 is that okay to me are not. Because Facebook ads people can get kind of depressed seeing their money just disappear. So make sure you are willing to spend what you’re going to put in there.
So step four is actually creating the ads. So here this little example, maybe you want to sell someone a get rich quick scheme, you know you want to split test ads so different ads here, like boats, someone beside a car, some guy with weird dollar sign glasses pointing at you a really expensive house, and all these images are high quality images.
So for the perfect, perfect image you want your image to be 1200 pixels by 628 pixels. You can get Photoshop templates that work perfectly for this, or you can go to a site called canva.com and it is an online image builder. They already have templates for Facebook ads that you can easily pop in whatever you want and have it perfect size and you can export it from there and just upload it right into Facebook.
The other thing you will see here is that I connected a Facebook page, my Facebook page Solution Candy and when you connect a Facebook page you then get access to those newsfeed ads, the desktop newsfeed ads, the mobile newsfeed ads even the mobile partner ads. You do not get access to those ads without a Facebook page.
There is a bunch of different reasons for it but basically people want to know where their ads are coming from. So with newsfeed ads you are going to get an extremely high click through rate if your Facebook page is related to the advertisement that you are running. So if you are running a get-rich-quick scheme and your Facebook page is named MillionaireMmastermind, you are going to end up getting a good association between that and the click through rate is going to increase because of that.
So then you also have areas down here to write copy. We’ve all gone through copy and writing good copy. Focus on writing good copy. You only have 90 characters to do it with, with text placement you have 25 characters in your headline, you have 200 characters in that description. So you definitely have a lot of space to really get into the mindset of those customers and get them to convert.
And if you have access to the page and you want to really understand whether a customer from Facebook converted into an actual customer based on your end objective, try using Facebook conversion pixel. There is lots and lots of info around how to implement it, how to use it. Basically it is just going to be a little one pixel by one pixel image that no one can really see that just tracks whether a customer landed on that ending page of your objective.
So if it is an IE call I will have a booking form to enter information, when they click yes like get on a call with me they will be redirected to a “Thank you” page and that “Thank you” page is where I will put that pixel. So that way I know that he went through, he went on my website, he entered his information, he actually went ahead and tried to book a call with me and then that person became a customer, and I will be able to track that that person came from Facebook and ended up converting into a customer.
So tips for success – I’ve probably spend about seven figures on Facebook ads at this point, and I’ve come up with a bunch of things along the way and honestly I learn new things every week. I will just kind of go through some of these, these are good things to know that will save you money and also help you get into that great mindset of how to assess success with of your Facebook ads.
So custom audiences are massively to increase engagement, increase conversion rates, and lower the cost that you are going to spend on Facebook ads. So if you have an email list maybe you have a current business and you have a list of customers, try using their emails to create a custom audience and use that audience and advertise to those customers to get them to become repeat customers or whatever the case.
Another option is Facebook does have a re-marketing pixel which is similar to the conversion tracking pixel, you put it everywhere on your website and any traffic to your website becomes part of that audience, so that you can track that audience. So you run an e-commerce site again, you have people that come and view different products and then leave without purchasing, you can use this pixel to track those people add them to that audience and re-target them with advertising to say “Hey you left in my store, but here is 10% off to come back and make that purchase.”
So tracking conversions – when you track conversions with Facebook, eventually it will give you this option to automatically aim for a certain conversion amount. So say you run ads, you’ve had 10 conversions in the case of like an IE website, you’ve got 10 people on the phone with you from Facebook ads, so you will be able to turn on optimized conversions with Facebook. Which basically means you will say, a conversion is worth $4.50 to me and Facebook will go out and try to get conversions at $4.50 based on your target, and basically that point it is fully autopilot. You will never need to go back and look at your Facebook ads again unless you really stop receiving calls you will just be able to let it continuously run.
Split test everything, literally everything. Anything there is on Facebook split test it and try different things that is like where you put ads, demographics you use, the ad images you use, the ad copy you use, the call to action, there is like 50 or 60 things that go into Facebook ad, split test all of them.
I can’t tell you the number of times I’ve seen people spend 10 or $20,000 for a proper business and they are getting sales and they don’t realize that they could be getting sales at half or even 10% on their cost because they never went ahead and tried to optimize their ads, especially with e-commerce it’s a massive, massive thing because you work with low margins.
And even on startups when you have a [fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][inaudible] business, split testing everything means that you will be able to get different types of customers as well as customers at a lower cost. So you might get customers who will come in and only sign up for three months and then leave, but if you split test the way that your ad images portray your business you may end up getting customers who will stay for 12 months rather than three months, which means that they are going to spend more money with you in their lifetime.
Now frequency you didn’t really see it because I didn’t have a screenshot for it. So frequency is the number of times a unique user sees your advertisement, that particular advertisement, that particular campaign. Having a frequency of 5 to even up to 25 is okay, you are not really bothering that person, people check Facebook tons, so you’re probably a small blip on the radar at that point.
Basically with many different websites, [inaudible] businesses, e-commerce businesses you usually need to show a person your ad over 10 times before they even consider clicking on it, and it is just to do with Facebook is really busy, there are tons of images, tons of other things people want to look at and they just don’t take notice. But if they see something 10 times they are going to say okay what is this I’ve got to read this now, and if they are interested they’ll click through and they will actually take a look at what you are offering.
Focus on your click through rate – that is the rate at which a unique user clicks through your ad based on the number of times it is seen. So a click through rate of 1% on Facebook is about average. 1% means that 100 people would have seen that ad before someone clicks through to it.
On Google and other sites like that where you have prequalified traffic, 20% click through rate or 10% click through rate is really good. On Facebook if you are in the 5% click through rate range you are doing a lot better than most Facebook Masters. There is very few people who get into 10 , 20, 30% click through rates without spending a lot of money optimizing advertisements. So it is a little something to focus on but don’t worry so much about the number of clicks coming through, worry about your click through rate.
The other thing here is optimize your ads when they have had over 500 impressions. So this is actually something I learned four weeks ago when I was talking to Facebook a guy at Facebook that was helping me with one of the businesses I was running and he basically said, if an ad has 500 to 2000 impressions and it has no clicks Facebook itself is just going to keep running that ad and wasting your money unless you actually go in and turn that ad off.
So when you have an ad and you see that it’s impressions are in the 500 to 2000, it has a bunch of information on it, make that decision and say okay it has only got one click, there is other ads that have the same impressions that have three clicks, so I’m going to turn off this ad with one click because it is not doing as well, and Facebook will then reprioritize the ads based on the ones that are still running and the ones that are turned off. If you don’t make that step Facebook is just going to do whatever it wants and it will eat up your money very quickly.
Keep your ads and your destination relevant. So if you are running an ad for booking an IE call and you use certain language around alleviating pain, and taking away frustrations, use that same language on your webpage, and use a similar image, otherwise someone is going to go from your ad to your webpage and they are going to be a bit confused, because they are not going to see the same type of imagery, the same type of language, and there is a good chance they are going to leave immediately after.
If you keep things relevant and you go from one ad and then you go to a landing page and the imagery is the same, it’s the person standing beside a lightbulb or whatever ad it is that you want to use, that is going to be something that will resonate and will make that person feel comfortable when they land on your website.
A really good example of this is actually Infusionsoft, with their ads they tend to use a lot of the same colors and they also tend to use their logo in a lot of their ads, so when you land on their website you just see a website with all the same greens, on the same whites, the same logo and everything feels comfortable. So you are okay with diving further into what they are offering.
Narrow your target. So when you add targeting, you add demographics, you add ages, you add languages, you add interests, you are going to see that the number of users that you can target gets updated every time you add something. So you want to narrow that target down to be between 10,000 and 500,000 users. The reason for that is Facebook is low cost, but when you are dealing with a lot of users it can be very expensive, especially if you are paying for impressions in which case you are paying a dollar for impressions if you have half a million users that’s $500 you could spend before everyone sees the advertisement once.
If they had to see it six times before they click through that is a lot of money to be spending on Facebook ads. So if you are narrowing it down to very low target like 20,000 people your target market, maybe they are business owners who implement Infusionsoft and make over a quarter million dollars a year, that’s a perfect target because that is going to be 10,000 maybe even 5000 people and you are going to be able to target them really cheaply and you’re going to be able to hit them very hard to make sure they click through and see what you are offering.
The last bit here – track your ads. Almost every landing page builder and any landing page you will ever build, try and install Google analytics on it, even if it offers its own analytics install Google analytics and track with UTM codes. I will attach a link, I will send you a link to the recording which will be a link to a UTM builder.
So it is basically adding specific snippets at the end of your URL in order to track the source, the campaign name, and the form of advertisement. So the source you may have Facebook ads, the campaign name maybe this is like Infusionsoft make money as your campaign name, and the medium would be Facebook cost per click ads. That is kind of a quick example but I will add more information and resources with the recording of the video.
So here is a quick example. So this is a scenario I actually did use recently. It is an online flower shop, demographics-males 21 – 25, high income earners in the USA with an anniversary in the next 30 days, an anniversary in the next 30 days or the previous 30 days; and the whole strategy was target busy males who are forgetful, who didn’t realize that their anniversary had already come and gone or their anniversary was coming up, and we’re reminding them and we are also offering them last-minute shipping in order to get those flowers to their significant other.
And when someone came on the website we would retarget them and that retargeting ad instead of focusing on the same day shipping was, go back to complete and buy those flowers and we will give you 10% off to do it. And it converted really well, we didn’t actually do 1 – 800 – flowers but this is a flower shop that ran on shopify and it was really successful because we were trying to create a specific scenario that we were going after, and we really got into the psychology around the people that we were targeting.
So when you put yourself in your customer shoes like that it is very easy to create highly engaged ads; and the target that we are running after is 24,000 people so it is even easier to really drive home the fact that yes your anniversary is coming up you need to buy flowers for your significant other.[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]